USING VALUES TO PREDICT TOURIST MOTIVATION: AN APPLICATION TO SPECIAL EVENTS IN CULTURAL TOURISM AT THE WINNIPEG FRINGE THEATRE FESTIVAL

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Abstract

Using the Winnipeg Fringe Theatre Festival in Manitoba, Canada as the context, the purpose of this paper is to examine the relationship between personal values and motivations for attending a festival. More specifically the work had two primary research questions. First, what are the dominant tourist values and tourist motivations for visitors to the Winnipeg Fringe Festival? Second, what is the relationship between visitors’ values and their motivations for attending the festival? Visitors rated self-respect (M = 6.30), fun and enjoyment in life (M = 6.26), warm relationship with others (M = 6.19), and self-fulfillment (M = 6.15) as the top personal values based on Kahle’s (1983) LOV scale. Strongest motivations for attending the festival were: to be entertained (M = 6.45), to learn something new (M = 5.31), to go to the Fringe to be with others who enjoy the same thing (M = 5.19), to spend time with friends (M = 5.03), and to attend a cultural event not normally having an opportunity to go to (M = 4.93). Treating the top five motivation items as separate dependent variables, a series of stepwise regression analyses were conducted. The nine personal value items explained between 8% and 13% of the variance in the five motivation items. Belonging explained the most variance across the five regression analyses. Implications for the festival as well as future research endeavors are highlighted in the closing of the paper.

 

USING VALUES TO PREDICT TOURIST MOTIVATION: AN APPLICATION TO SPECIAL EVENTS IN CULTURAL TOURISM AT THE WINNIPEG FRINGE THEATRE FESTIVAL

Using the Winnipeg Fringe Theatre Festival in Manitoba, Canada as the context, the purpose of this paper is to examine the relationship between personal values and motivations for attending a festival. More specifically the work had two primary research questions. First, what are the dominant tourist values and tourist motivations for visitors to the Winnipeg Fringe Festival? Second, what is the relationship between visitors’ values and their motivations for attending the festival? Visitors rated self-respect (M = 6.30), fun and enjoyment in life (M = 6.26), warm relationship with others (M = 6.19), and self-fulfillment (M = 6.15) as the top personal values based on Kahle’s (1983) LOV scale. Strongest motivations for attending the festival were: to be entertained (M = 6.45), to learn something new (M = 5.31), to go to the Fringe to be with others who enjoy the same thing (M = 5.19), to spend time with friends (M = 5.03), and to attend a cultural event not normally having an opportunity to go to (M = 4.93). Treating the top five motivation items as separate dependent variables, a series of stepwise regression analyses were conducted. The nine personal value items explained between 8% and 13% of the variance in the five motivation items. Belonging explained the most variance across the five regression analyses. Implications for the festival as well as future research endeavors are highlighted in the closing of the paper.